Lumo Energy launches

On 5th July 2010 Victoria Electricity, Queensland Electricity,
South Australia Electricity and NSW Electricity re-branded under
one consolidated name and brand of Lumo Energy.

Lumo Energy is (and as a group was) one of the larger independent
retailers competing in the electricity and gas retail space, with
400,000 customers.

Tim Wolfenden, CEO of
MakeItCheaper.com.au comments: "Lumo Energy is presenting
itself as a fresh alternative to some of the large incumbent energy
players we have in Australia.

The previous entities of Victoria, Queensland and South Australia
Electricity always came across as a little bit staid - however, we
should not underestimate the power that regional business names
have.

A significant number of Aussie's will have been attracted to the
regional focus that each of the previous businesses had, and whilst
this rebrand makes good marketing sense, it may leaves a number of
existing customers disillusioned."